Safely Syndicating Content

Duplicate Content

@stonetemple

Who Am I?

Co-author of The Art of SEOPresident of Stone Temple Consulting

20+ person SEO and PPC firmTrainer for Instant E-TrainingFounder of Web Site Publishing Companies

Publish web sites, grow them, then sell them2 significant exits so far

On Twitter: @stonetemple

@stonetemple

Problemny.com/ ny.com/?id=1234

@stonetemple

301 Redirectny.com/ ny.com/?id=1234

@stonetemple

redirect 301 /?id=1234 http://www.ny.com

• Eliminates Duplicate altogether

• Redirects link juice back to the canonical page

• Should change any links pointing to the dupe to point to the canonical page– 301s do consume some juice

@stonetemple

<link rel="canonical" href="http://ny.com"/>ny.com/ ny.com/?id=1234

@stonetemple

Rel=Canonical Summary

• Duplicate remains

• Redirects link juice back to the canonical page

• Does not save crawl budget

• It is only a suggestion to the search engine

@stonetemple

Webmaster Tools Ignore Parameters

@stonetemple

Ignore Parameter Summary

• Duplicate remains

• Redirects link juice back to the canonical page

• Does not save crawl budget

• It is only a suggestion to the search engine

@stonetemple

<meta name="robots" content="noindex" />ny.com/ syndny.com/?id=1234

@stonetemple

NoIndex Summary

• Keeps dupe out of the index

• Still consumes crawl budget– Not an issue if on a 3rd party site

• Can pass link juice back to other pages

@stonetemple

Psuedo Dupes – Dupe Title Tags

@stonetemple

More Duplicate Titles

@stonetemple

What’s the Big Deal?

• Title tags are a powerful on page ranking factor• Strong hint to search engines on what a page is about• Duplicate title tags may cause a page to not rank much the same as an actual dupe page!

@stonetemple

Syndication & Link Juice

Global Crisis

Global Crisis

YourWeb Site

The crisis continues tand policymakers metThe discussions have lSome say that the impBut if resolution does n

LinksIt would be reasonableThe consequences of w

The crisis continues tand policymakers metThe discussions have lSome say that the imp

@stonetemple

Syndicating Exact Copies = BAD

NYTimes.com Syndicate-NYTimes.com

@stonetemple

The GOOD

• Great way to get links

• Great way to get visibility

• Lots of web sites starved for quality content

• Establish yourself as an expert

@stonetemple

The Bad and the Ugly

• The BAD:– Search engines see duplicate content– Search Engines only want to show one copy

• The UGLY:– They MAY show the original author– BUT, not ALWAYS– Don’t want to syndicate your content and

then not rank for it!

@stonetemple

So How Can We Do It?

@stonetemple

Business Week Article

@stonetemple

Article on Business Week

@stonetemple

Google News Result

@stonetemple

Article on the WSJ Site

@stonetemple

Scenario 1 Summary

• Syndicate a Synopsis– Not the whole article

• Works only if your content is authoritative

• Other sites add value though context– Social elements– Compilations with other content

@stonetemple

Content Syndication Case Study

• Syndicated tens of thousands of pages• Exact copies of content for a major media

site• To a PageRank 9 site• Sounds like major trouble, no?• SOLUTION:

– Rel=canonical on the syndicated pages– Prevents dupe content problem– Still passes link juice

@stonetemple

The Site that took the Content?

@stonetemple

Content Development Team

Content ForYour Web Site

@stonetemple

Content Development Team(s)

ContentFor

Your Site

ContentFor Other

Sites@stonetemple

What Does The Syndication Team Do?

• Creates New Original Content

• Based on Your Existing Knowledge and Expertise

• Adapts it for use on the site receiving it

• Content MUST bring real added value– If you try to distribute crap, quality sites

won’t take it

@stonetemple

Example

@stonetemple

Scenario 3 Summary

• Divide your writing efforts

• Create new original articles

• Publish some of them on your own site

• Syndicate the rest to third parties

• And, watch the link juice flow!

@stonetemple

Recap

• 3 Major Syndication Options– Synopsize– Rel=canonical– Create New Original Content

• Don’t spew duplicate content all over the web

• Won’t help you• But these 3 options will

@stonetemple

Thank You!

Eric Enge

[email protected]

@stonetemple

(508) 485-7751

www.stonetemple.com

For a One Sheet SEO Checklist, email me, or drop off a business card

@stonetemple